Menu Extra
Menu Extra is a Montreal-based culinary studio that designs and produces ephemeral fine-dining experiences for luxury brands and private clients, integrating gastronomy, scenography, sommelier services, and event production under one team.
- Company typePrivate
- Founded2020
- HeadquartersMontréal, Canada
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Menu Extra does
Menu Extra is a private, Montreal-based culinary studio founded in 2020 that designs and produces ephemeral fine-dining experiences for luxury brands and private clients. Its core offering bundles four integrated service lines under one producer: gastronomy (tasting menus, cocktail dinatoires, live dessert and chef stations), sommellerie and mixologie (wine pairings and custom cocktails), conception scénographique (narrative, guest journey, staging, and object design), and production événementielle (project management, technical direction, lighting, sound, and venue scouting). The company operates from a production kitchen and studio at 5206 Boulevard Saint-Laurent, deploying pop-up experiences at iconic venues such as Habitat 67, Chapelle des Franciscains, Studio Giovanelli, and Montreal Port Tower, with confirmed multi-city delivery in Toronto for clients including Nespresso, Dom Pérignon, and Evian.
The business model is professional-services, quote-based, and capacity-bound. Pricing is per-event and customized to guest count, menu complexity, and scenographic requirements, with a stated multi-year contract cadence for enterprise clients. A secondary revenue stream exists through limited-edition merchandise sold via the company's Shopify storefront, exemplified by the $1,500 Efflorescence chair by LESORR. Customer cohorts split between enterprise brand activations (Nespresso, Dom Pérignon, Evian, Tux, Touché!, Habitat 67) and high-net-worth private individuals (weddings, anniversaries, milestone celebrations). Go-to-market is driven by earned media (Dezeen, Design-Milk, Frameweb, La Presse), Instagram, and a newsletter, with inbound handled through a website contact form. The team is small (1-10 employees) and led by co-founders Francis Blais (Top Chef Canada 2020 winner) and Alexis Demers (sommelier), supported by a creative director, head chef, creative producer, and coordinator. No external funding, M&A, or institutional ownership has been disclosed.
Menu Extra firmographics
Firmographics- Name
- Menu Extra
- Legal name
- Menu Extra
- Website
- https://menuextra.ca
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Menu Extra is a Montreal-based culinary studio that designs and produces ephemeral fine-dining experiences for luxury brands and private clients, integrating gastronomy, scenography, sommelier services, and event production under one team.
- Ownership category
- akta.pro rank
Menu Extra industry classification
Industry- Product category
- Experiential Culinary and Event Production Services
- NAICS
- Caterers (722320), Full-Service Restaurants (722511), Special Food Services (7223)
- SIC
- Retail-Eating & Drinking Places (5810), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Full-Service Catering (Off-Premise) (HSACAGAA)
- akta.pro secondary industries
- Special Occasion & Destination Restaurants (THAFACAK), Catering Coordination & Bar Service Management (Non-restaurant) (HSACAAAH), Chef’s Table & Tasting Menu Restaurants (THAFACAG)
Keywords
Where Menu Extra is headquartered
LocationHeadquarters
- HQ city
- Montréal
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Menu Extra business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Custom Culinary Event Services: Turnkey gastronomic event production including tasting menus, cocktail dinners, gourmet tables, culinary installations, live dessert preparation, wine pairings, bar service, custom cocktails, and full event production from logistics to staging, technique, and sound atmosphere.
- Product Sales: Sale of limited-edition design pieces from past events, such as the Efflorescence chair collection (44 numbered aluminum chairs designed by LESORR for the brutalist dining experience).
- Branded Experience Partnerships: Collaborative brand activations and product launches for clients such as Nespresso, Dom Pérignon, and Evian, including custom culinary experiences, tasting menus, scenographic design, and custom brand elements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom event pricing based on requirements |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Menu Extra product offering
Product offeringCore offering
Menu Extra is a Montreal culinary studio that designs and produces ephemeral fine dining experiences, combining custom tasting menus, sommelier and cocktail programs, scenographic design, and full event production for brand activations and private celebrations. The studio operates as a turnkey provider, executing gastronomy, staging, lighting, sound, and venue transformation as a single integrated service, and additionally sells limited-edition design objects tied to specific experiences.
Product overview
Menu Extra is a Montreal-based culinary studio offering ephemeral gastronomic experiences and catering services. The portfolio consists of named experience products (Habitat 67, Efflorescence, Bar Extra, Nespresso, 1931, Dan Climan, Dynamite, Dom Perignon, Penthouse Discoteca, La Piscine, Tux, Evian, Les 40 ans de Sébastien, Les Ateliers Jean Brilliant, La Ferme des Quatre-Temps, Touché!) alongside core service offerings (Gastronomie, Sommellerie et mixologie, Conception scénographique, Production événementielle) and merchandise (Chaise Efflorescence par LESORR). Experiences range from brand activations and private celebrations to artistic collaborations, with guest capacities from 30 to 500+ across events held at iconic Montreal venues and beyond.
Differentiator
Problem solved
Functional benefit
Products and services
- Gastronomie (Culinary Services) Catering and culinary services under Executive Chef Francis Blais, including tasting menus, cocktail dinatoire, gourmet tables, culinary installations, and live dessert preparation for brand activations and private celebrations.
- Sommellerie et mixologie (Sommelier and Mixology Services) Wine pairing services and bar service led by sommelier Alexis Demers, including custom cocktail creation, designed to accompany each dish and event concept.
- Conception scénographique (Scenographic Design) Scenographic design services including narrative development, guest journey design, staging, artistic direction, and object design to create immersive dining environments.
- Production événementielle (Event Production) Turnkey event production including project management, technical direction, custom installations, photo/video production, venue scouting, lighting, and sound design for ephemeral culinary experiences.
- Chaise Efflorescence par LESORR Limited-edition collector's chair designed by LESORR for the Efflorescence experience, made of raw brushed aluminum with angular geometry inspired by Chapelle des Franciscains. Series of 44 numbered seats sold at $1,500 each.
Quantifiable outcome
- Featured in Dezeen, Design-Milk, Frameweb, and La Presse
- +1 more outcomes
Companies that use Menu Extra
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles2 records
Menu Extra technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Menu Extra partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and supporting.
- Atelier Zébulon PerroncoreCo-presented Bar Extra ephemeral bar experience for Montreal Design Week. Atelier Zébulon Perron contributed to design vision and execution of the three-evening event that welcomed 500+ guests.
- ModulorcoreCollaborated on Bar Extra for Montreal Design Week, contributing to the production of custom installations and design elements for the ephemeral bar experience.
- Lambert & FilssupportingLighting design collaborator for Bar Extra ephemeral bar experience during Montreal Design Week.
- Moog AudiosupportingAudio production collaborator for Bar Extra ephemeral bar experience during Montreal Design Week.
- LESORRcoreDesigned and produced the limited-edition Efflorescence chair collection (44 numbered aluminum pieces) inspired by the distinctive geometry of Chapelle des Franciscains. Pieces are now sold as collector's design items.
- Dom PérignoncoreProduced a two-evening culinary experience featuring eight-course tasting menu paired with Dom Pérignon vintages, featuring 20 guests per service across two nights.
- MYCOAUDIOsupportingAudio production collaborator for Efflorescence brutalist dining experience at Chapelle des Franciscains.
- KROYsupportingCollaborator on Efflorescence brutalist dining experience at Chapelle des Franciscains.
- EntremisesupportingCollaborator on Efflorescence brutalist dining experience at Chapelle des Franciscains.
- Stele – Ébénisterie sur mesuresupportingCustom woodworking collaborator on Efflorescence brutalist dining experience, producing bespoke furniture elements.
- MarthasupportingCollaborated on Dynamite ephemeral dining experience at Montreal Port Tower featuring romantic dining concept with custom elements.
- NespressocoreMenu Extra designed a turnkey culinary experience for the double launch of Nespresso Vertuo Up in Montreal and Toronto, featuring custom tasting menu and scenographic production with custom brand elements. 64 guests attended across both cities.
- Agence ZoïsupportingCollaborated on Evian Reflections of Terroir event in Toronto, contributing to the custom culinary experience design and execution.
- Ferme des Quatre-TempscorePartnership with Hemmingford farm to create eight-course tasting menu honoring local terroir with ingredients like corn-fed beef, heirloom tomatoes, garlic flowers, and Japanese cucumber.
- ModulorcoreProduced custom 12-meter table in Expo 67 red for Habitat 67 event, extending the architectural language of the iconic Montreal landmark.
- Dan ClimancoreCollaboration with artist Dan Climan to transform Studio Giovanelli into ephemeral restaurant where gastronomy meets visual art. Artist created central sculpture inspired by Olympic Stadium and Jacques-Cartier Bridge.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Menu Extra competitors and assessment
Company assessmentDirect peers
- Toqué!: Long-established Montreal fine-dining institution led by chef Normand Laprise; comparable high-end Quebec culinary scene operator with tasting-menu focus, sommelier program, and brand-event clientele that overlaps Menu Extra's premium B2B and milestone-celebration segments.
- Joe Beef: Iconic Montreal fine-dining restaurant known for lavish hospitality, sommelier service, and private-event bookings; comparable to Menu Extra's high-touch tasting-menu format and luxury-celebration client base in the same Montreal market.
- The Social Group: Toronto-based experiential event producer and caterer delivering bespoke immersive experiences for brands and individuals; similar turnkey production model (food, beverage, design, event logistics) and shared enterprise/private-client focus.
- Maison Boulud: Daniel Boulud's Montreal restaurant inside the Ritz-Carlton; comparable for premium tasting menus, sommelier service, and private-event hosting at the high end of the Quebec market where Menu Extra also competes.
- Daniel et Daniel Catering & Events: Toronto-based full-service caterer and event producer specializing in corporate galas, brand launches, and high-end private events; directly comparable to Menu Extra's enterprise brand-activation work (e.g., Nespresso, Dom Pérignon, Evian) in the broader Canadian luxury-events market.
- Le Club Chasse et Pêche: Boutique Montreal fine-dining restaurant offering intimate tasting menus and private-event experiences; comparable to Menu Extra's small-format (20-50 guest) high-end dinners in the same premium Quebec hospitality market.
- Aubergine Tasting Menu & Event Catering: Montreal-based high-end catering and event-producer offering off-premise tasting menus and full event services; the closest direct overlap with Menu Extra's custom off-premise culinary event model in the same geography.
Emerging players
- Castor Design: Toronto-based design and experiential studio producing immersive installations and brand activations; comparable to Menu Extra's scenographic, design-led approach to events and shares the same luxury/creative-brand clientele.
Others
- Atelier Zébulon Perron: Montreal design studio co-presenting Bar Extra with Menu Extra; comparable as a creative collaborator on scenographic and brand-activation projects and a potential peer in the immersive-event design space.
Broad incumbents
- Momentum Worldwide: Global brand-experience agency producing large-scale activations for luxury and lifestyle clients (CPG, spirits, automotive); comparable to Menu Extra's enterprise brand-activation work but at significantly larger scale and broader geographic reach.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Menu Extra social profiles
Digital presenceMenu Extra financial estimates
Financial estimateRevenue estimate
Valuation estimate
Menu Extra leadership team
Management profileNumber of profiles
Profiles6 records
Menu Extra funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Menu Extra M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Menu Extra
What does Menu Extra do?
Menu Extra is a Montreal culinary studio that designs and produces ephemeral fine dining experiences, combining custom tasting menus, sommelier and cocktail programs, scenographic design, and full event production for brand activations and private celebrations. The studio operates as a turnkey provider, executing gastronomy, staging, lighting, sound, and venue transformation as a single integrated service, and additionally sells limited-edition design objects tied to specific experiences.
Is Menu Extra a public or private company?
Menu Extra is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Menu Extra founded?
Menu Extra was founded in 2020. It employs 1 to 10 people.
Where is Menu Extra based?
Menu Extra is headquartered in Montréal, Canada, in the North America region.
How does Menu Extra make money?
Three revenue lines are on record. Custom Culinary Event Services are the primary driver. The others are product Sales and branded Experience Partnerships.
Who are Menu Extra's main competitors?
Direct peers on record are Toqué!, Joe Beef, The Social Group, Maison Boulud, Daniel et Daniel Catering & Events, Le Club Chasse et Pêche and Aubergine Tasting Menu & Event Catering. Castor Design is listed as an emerging player. Atelier Zébulon Perron is listed as an others. Momentum Worldwide is listed as a broad incumbent.
Does Menu Extra have an API?
No public API is recorded for Menu Extra.
What industry is Menu Extra in?
Menu Extra's product category is Experiential Culinary and Event Production Services. Its primary akta.pro industry code is HSACAGAA, Full-Service Catering (Off-Premise), with a secondary code of THAFACAK, Special Occasion & Destination Restaurants. Its NAICS code is 722320 and its SIC code is 5810.